Why tourists keep using ChatGPT for travel planning: an extended AIDUA framework with cognitive-affective and configurational insights

This study examines Generation Z travelers’ continuance intention toward ChatGPT-assisted travel planning from a tourism marketing perspective. Extending the AIDUA framework, it incorporates perceived intelligence and perceived personalization as primary appraisal factors, with trust and emotion as parallel mediators. Based on 413 responses, the study applies PLS-SEM, ANN, and fsQCA. Results show that perceived intelligence and personalization increase performance expectancy and reduce effort expectancy. Emotion has a stronger effect on continuance intention than trust, while anthropomorphism is nonsignificant. fsQCA reveals multiple pathways to high continuance intention, offering insights for personalized and retention-oriented AI-assisted travel services in tourism marketing practice contexts.